Abstract

Social marketing has successfully adopted many of the techniques of commercial marketing; however, a key commercial marketing theory that does not appear to be utilised in social marketing theory is brand equity. Given that a key outcome of brand equity is loyalty, which is also a desired outcome of many social marketing programs, brand equity appears to be a relevant theoretical framework. This study presents descriptive results of the brand equity levels of 296 Gen Y Australians for the social product of breastfeeding. Breastfeeding is a desirable health behaviour with significant health and wellbeing outcomes for infants, mothers and communities. It was selected as the focus of this paper because loyalty to the behaviour is not increasing, according to the targets set by national government authorities.

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Current > QUT Faculties and Divisions > QUT Business SchoolCurrent > QUT Faculties and Divisions > Faculty of HealthCurrent > Schools > School of Advertising, Marketing & Public RelationsCurrent > Schools > School of Public Health & Social Work

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Copyright 2009 [please consult the authors]

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"Copyright in the Conference Proceedings as a whole is with the Academy of Marketing. Authors retain the rights to their individual papers included in the proceedings, and we require that authors submitting a paper to the Conference grant the Academy a non-exclusive licence to reproduce their paper. "--<http://www.leedsmet.ac.uk/conferences/am2009/guidelines.html>